Self-Congruity with Destination Scale

What it measures

Measures the degree of match between a tourist destination's image (the typical visitor stereotype) and the tourist's own self-concept. Actual self-congruity captures alignment between destination image and the tourist's actual self-concept; ideal self-congruity captures alignment with the tourist's ideal self-concept. Self-congruity theory predicts that tourists favour destinations whose typical visitor image reflects who they are or who they aspire to be. Particularly relevant for premium, lifestyle, and aspirational destinations where the tourist is making a self-expressive statement through their destination choice.

Representative items

• The typical visitor to this destination is consistent with how I see myself. (Actual Self-Congruity)
• The image of this destination matches my own self-image. (Actual Self-Congruity)
• The typical visitor to this destination reflects the kind of person I want to be. (Ideal Self-Congruity)
• This destination's image is consistent with the image I would like to have of myself. (Ideal Self-Congruity)

Citation

Sirgy, M.J., & Su, C. (2000). Destination image, self-congruity, and travel behavior: Toward an integrative model. Journal of Travel Research, 38(4), 340–352.